I just finished reading this insightful interview with Amy Astley, editor in chief of Teen Vogue. When I transitioned away from the magazine world into the digital realm in 2006, editors were just beginning to think about expanding the print versions of the magazine to the web. In less than three years, the survivor-magazines have not only built a sound web presence and personality, but also given a new meaning to the magazine business.
I recently had coffee with the publisher of a top women’s magazine and a part of the conversation that stayed with me. She made a comment about how ‘publisher’ is an archaic title for the role that in all reality is that of a chief brand officer and their responsibility is to think of the magazine as a brand, and not just a content property.
I was reminded of this conversation while reading Astley’s interview. Her vision for Teen Vogue is so precise. And she’s right, there’s not other way to articulate it than say that it is a sensibility and she builds a team of people who ‘get’ that sensibility.
The Teen Vogue brand outputs: reality show, events, CFDA/scholarship and even the new handbook released by Teen Vogue strengthen and further the brand story. I suppose it’s not all that new considering magazines have always supported events and causes that align with their brands. Teen Vogue is bringing it closer to their readers though.
Just thought it was interesting enough to note.
